It’s #FlashbackFriday. Let’s return in time to August 31, 1997. On this day, Tom Peters’ article, “The Brand Called You” was published in FastCompany.
Peters is a famous consultant, speaker, and writer. Nevertheless, the thinking in his seminal piece has not aged well.
Let’s have a look:
…You’re not defined by your job title and you’re not confined by your job description.
Starting today you are a brand.
You’re every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop. To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? Give yourself the traditional 15-words-or-less contest challenge. Take the time to write down your answer. And then take the time to read it. Several times.
Where to start the deconstruction?
You are defined by your job title and description. By hiring managers, by your peers at work, by people looking at your profile on LinkedIn, and so on. Sad, but true.
Secondly, you are nothing at all like Nike or Coca-Cola. They are global conglomerates with more power than small nation-states and a relentless focus on profits above all else. What are you? Since you’re reading Adpulp.com, you’re likely an individual with unique gifts that can be harnessed for the creation of capital, a.k.a. brand value.
Condensed Into 15-Words, Your Story Is So Small
Yoga teachers and personal trainers give you exercises to stretch your muscles. Management consultants do something sort of like that.
The best 15 words in the world may interest me in you, or you in me, that I grant you.
But you/I better have 1500 more ready to go, or I/you will lose interest fast.
Speaking of Lost Interest…
Because digitally-absorbed minds are now conditioned to pedal through daily piles of content, primarily email, but also Slack updates and messages, instant messages, post and comments on Facebook, LinkedIn, and Twitter, and blogs—don’t forget blogs—it no longer matters how precious any one piece of content is, because there is always more content crack to hit right behind it.
And you never know, the next click could be the one to activate a pure rush of dopamine to your skull. Then you’ll be happy. For two to six seconds.
So, click off now. You’ve read enough here.
But the Cluetrain Manifesto…
But the Long Tail…
Is There A Broom for All this Digital Debris?
I wrote an article last year called, “Alert: Content Does Not Convert“.
I am a content marketing expert (look me up on LinkedIn), and I along with many peers have been invested in saying content does convert.
Bullshit. Do you know what converts?
Well made and well-funded advertising.
Content is dessert.